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With the Rugby World Cup fast approaching, Diageo have launched a new OOH campaign for Guinness Rugby.

Planned by Carat and Source out of home, the campaign is running on Golden Squares, 48 and 6 Sheets and dPods. Two different designs are used on the posters, one focusing on the legs of a rugby player and the other on the rugby player’s face as he prepares for battle on the pitch. These clever designs from Abbott Mead Vickers BBDO also incorporate an image of a pint of Guinness onto the posters through the player’s socks and mouth.

Diageo are also running a video campaign ahead of the Rugby World Cup, celebrating stories of character and integrity from the game. Two ads have been launched that focus on Gareth Thomas and Ashwin Willemse and two short documentaries will also run that explore Thomas and Willemse’s stories in more detail.

“These films perfectly demonstrate the values of integrity and character that are both core to the sport of rugby,” said Nick Britton, marketing manager, Guinness Western Europe. “The courage that Gareth and Ashwin both showed, and the incredible empathy and support they received from their team, are remarkable stories that we are proud to celebrate.”